Email Templates to Increase Appointment Show Ratios

Author: David Kain

Email Templates to Increase Appointment Show Ratios

The two-week period after you receive an Internet lead (what Kain Automotive calls The Two Week Press) is the most critical for closing the sale. During this period, you should contact your prospect daily, alternating with emails and phone calls. The following email templates, from our NADA workshop The Roadmap to Internet Sales and Profits can increase the odds of getting your customer in for that test drive.

Subject lines always count!

Don't let yourself fail at the basics by having a weak subject line. Try to include relevant information to the prospect, like their name, the vehicle they're interested in, and the name of your dealership.

Here's a bad example of one we actually received:

Still considering? Hello, and thanks for your response.

Would that peak your interest, or does it look more like spam?

Instead, try something like this:

Suzanne, Get $3000 cash back now on PT Cruisers at North Chrysler.

Missed appointment email

If your prospect doesn't show up for their appointment, don't read them the riot act! Instead, send something like the following:

Hi Peter,

Sorry I missed you today. My Internet customers love our appointment process because it saves them time and allows us to focus on them one-on-one. When you get a chance, please give me a call and I'll schedule a time that is more convenient for you.


Dean Evans

Internet sales manager

Pricing options email

Internet customers usually do want up-front pricing. If you don't want to lock yourself into one price, you can try something like this:

Dear Lois,

Thanks again for your interest in the Ford F-150. I can offer you a few different prices based on your needs: 2005 Ford F-150 XLT at $35,000

2005 Ford F-150 XL at $32,000.

2004 Certified Pre-Owned Ford F-150 Lariat at $27,000.

Lois, as you see there are many options available to you. We offer special pricing just for our Internet customers. Please ask for me directly if you decide to come in to the dealership.

Sales manager turnover email

Another tactic you can use is to send an email from your sales manager or GM:


I know that your time is valuable, so I'll just take a minute. Are you still looking to purchase or lease a Camry? If so, I want to offer you my personal attention to, to make your goal a reality.

My name is David Kain and I am the general manager of Kain Automotive.

Due to our commitment to Toyota to increase sales this year, I am extremely motivated to make you an offer that, under normal circumstances, would not be considered.

Please call me on my direct line at 555-222-3333 and I will personally work with you on the purchase of your new vehicle.


David Kain, general manager

Kain Automotive

Mobile : 555-222-3333

For a PDF of our full presentation, feel free to contact us directly.

Dealer Marketing Center

Back to Articles